Jay Wong, owner of J Wong Boutique, has built a name for himself as a one-of-a-kind collector and dealer in the sneaker and collectibles scene—earning his spot as a standout presence at Fanatics Fest NYC. His booth is a magnet for fans of all ages, showcasing everything from rare Pokémon cards to highly sought-after toys and sneakers that spark pure nostalgia.
Wong’s journey began humbly in 2012 with a dream that combined art, hustle, and sneaker culture. “Back then sneakers were booming, the market was worth around $4 billion,” Wong recalls. “I figured, why not ride that wave—flip some products, make some money, and avoid the typical 9 to 5 grind?”
That gamble paid off. What started in a basement in Queens turned into a fully-fledged sneaker shop in Manhattan, just blocks from Times Square. But like any great entrepreneur, Wong knew how to pivot. After a decade in the sneaker game, he dove headfirst into the exploding world of collectibles, from Pokémon to vintage toys—joining a global market that now exceeds $20 billion.
“In just three years of doing collectibles, I’ve done more than I did in my first ten years with sneakers,” Wong says. “This shift gave me the freedom to travel the country, connect with collectors, and curate items that bring people joy.”
At Fanatics Fest, his J Wong Boutique display is packed with gems—carefully curated items that resonate with die-hard fans, casual collectors, and curious newcomers. What makes his presence so exciting is not just the inventory, but the passion behind it.
Running a business like this isn’t easy, and Wong is the first to admit it. “There are days I don’t eat because there’s so much work to do,” he says. “I’m constantly on social media, watching trends, and figuring out new ways to reach my audience.”
His grind is relentless, but his vision is clear. With just $20,000, he opened a boutique that’s now a destination for sneakerheads, vintage toy lovers, and card collectors alike. He buys, sells, trades, consigns, and even repairs sneakers—and now his inventory has evolved into something even broader.
“I always tell everyone: you have to work hard to be able to succeed in this market,” Wong says.
That same hustle is on display at Fanatics Fest NYC, where J Wong Boutique is bridging the past and present, blending pop with collectibles in a way that feels personal, curated, and timeless. His booth is more than a shop—it’s a celebration of culture, memory, and entrepreneurial spirit.
Follow J Wong Boutique for rare finds!
(Photo by Bryan Bedder/Getty Images for Fanatics)